Dawn The big idea of this ad is to cause awareness of wild animals that are being killed or hurt in their natural habitat by big oil companies dumping into the ocean or other waterways. Dawn has a “boom” factor in this ad by not only wanting to do what they can to help these animals, by using their gentle soaps to clean these poor animals and get them back out into their homes, but they also want to expose these companies so it’s less likely to happen in the future. With Dawn slogan of “gentle on hands, tough on grease” this advertisement proves how effective it truly is. Tough enough to glean the oil off of these animals, yet gentle enough to do it safely with no added harm.